Commercial Communication in the Digital Age

Jörg Tropp

1.3Advertising Self-Reference – as Exemplified by the International Festival of Creativity

Abstract: With the beginning of the use of the Internet for commercial communication, a new era in advertising was born. Today, advertising professionals increasingly orient themselves toward a service-dominant logic approach when producing information for advertising purposes. Thus advertising is developing into a postmodern marketing communication which attempts to distance itself from the persuasiveness of advertising. In this contribution, the reasons for this development are analyzed, using the theoretical concept of self-reference and the idea of advertising as a social system. The empirical background is the International Festival of Creativity ...